Sweden’s Burger King trolls McDonald’s after trademark loss

The country’s fast-food chain locations unveiled a new menu that makes fun of its competitor’s Big Mac. Burger King’s chief said it was ‘too much fun for [them] to stay away.’

Burger King’s menu in Sweden might sound familiar: The chain is poking fun at McDonald’s iconic sandwich.

The fast-food chain revealed a new menu line, which includes the following:

  • Burger Big Mac wished it was
  • Anything but a Big Mac
  • Big Mac-ish but flame-grilled, of course
  • Kind of like a Big Mac, but juicier and tastier
  • Like a Big Mac, but actually big

It also released a video of customers ordering the tongue-in-cheek items:

The marketing stunt was made possible after McDonald’s lost its trademark case against an Irish fast-food chain, opening its “Big Mac” for general use in the European Union.

Adweek reported:

Stockholm-based agency Ingo created a menu of “The Not Big Macs” at local BK locations just to troll McDonald’s for its legal defeat earlier this month in a case against Irish fast food chain Supermac’s. In the case, the EU Intellectual Property Office determined that McDonald’s had not proven genuine use of the phrase “Big Mac” over five years leading up to the 2017 Supermac’s filing. McDonald’s had submitted web menus and promotional materials such as posters featuring the Big Mac, but in the end these were deemed insufficient by the EU regulatory body.

Though McDonald’s will probably appeal the decision, Burger King jumped at the chance to troll its competitor.

The Guardian reported:

“McDonald’s just lost its trademark for the Big Mac for suing a much smaller player … it’s too much fun for us to stay away,” said Iwo Zakowski, CEO of Burger King’s Swedish operation, in a news release.

The stunt is the most recent marketing move Burger King has made that also threw shade at the competition.

In December, the chain’s United States operations used geofencing technology to announce “The Whopper Detour,” which offered customers its popular burger for a penny, provided you ordered it within 600 feet of a McDonald’s.

Similar to Wendy’s snarky tweets, Burger King has been building a sassy reputation for itself.

MarketingDive.com reported:

“Hackvertising” — when a brand hijacks another brand’s marketing efforts — is becoming a hallmark of Burger King’s strategy. The stunts often get media attention and heighten engagement on social media, which help the brand stand out in the competitive fast-food space.

If Twitter users’ reactions are any indication, Burger King’s strategy is working well for its brand.

What do you think of the stunt, PR Daily readers?


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